SAN FRANCISCO, CA–(Marketwire – May 8, 2012) – Thismoment, a provider of social content management software for brands, today shared its best practices for brand marketers seeking to leverage Pinterest to reach consumers. Although now 2 years old, with Pinterest’s meteoric rise in the last 6 months among the major social networks, brands are anxiously evaluating how to capitalize on this influx of new users.
As a pioneer in social conversation consolidation and unified brand deployment across social networks, brand sites, and mobile devices, the addition of Pinterest into Thismoment’s Content Management System makes Thismoment the most comprehensive brand channel distributor in the industry.
Why does Pinterest matter to brands?
The inherent nature of the Pinterest experience yields an incredibly visual user experience with one’s pinboard content and consequently, much like YouTube, this visually oriented focus has been a key driver in its user growth. By creating content that simplifies user interaction, this increases the likelihood of those content elements being pinned and, thus, going viral. Additionally, Pinterest stands alone by reaching the ever-elusive ‘middle-age female’ demographic more efficiently than any other platform to date.
4 recommendations for brands leveraging Pinterest:
- Create content that users will naturally share. Forcing an advertisement into a pin will inevitably be lose-lose for brands as users do not wish to inundate their followers with ads, and brands will lose return on their creative efforts. Pinterest is a network of “interests” and visually interesting content is easier for users to process and re-purpose.
- Create content that users will be proud to share. Because many Pinterest users automatically publish their pins back to their Facebook timeline, pinners want to ensure that any content being shared will be of value to their network. By appealing to a user’s pride and/or brand loyalties, brands can ensure that their content steadily remains on pinboards throughout the Pinterest ecosystem.
- Find your community and join them. While the users of Pinterest are collectors, the users themselves are a collection of communities. “Pinners” are self-forming groups pinning content across various interests, e.g. Wedding Dresses, Dining Tables, and Vacation Getaways. Identify your communities, create your boards, and join in on the activity.
- Consider who you’re targeting. (Hint, focus your primary message toward females age 30-45) As a social network primarily populated by women, brands that endeavor to leverage Pinterest should have a “female” oriented strategy. This varies depending on your brand so do your research.
QUOTES:
Ankarino Lara, CPO and Founder, Thismoment
“The ability to pin full DECs and individual pieces of multi-media content are critical new components of our Pinterest strategy and integration. When our customers or end users tell us that a new distribution point or social service is important to them, we take great pride in sharing that same sense of urgency and rapidly developing new platform features to serve that need. As new Pinterest APIs open up in the coming weeks, you know we’ll be first to integrate.”
Thismoment’s Distributed Engagement Channel (DEC) enables brands to deliver high-quality, immersive, branded experiences across multiple digital platforms. From videos to photos to social conversation to one-to-one engagement to embedded apps, DEC gives brands the platform and tools they need to effectively extend their brand. As a comprehensive Social Content Management System, DEC goes even further by enabling brands to integrate, monitor and analyze their digital branding across multiple platforms.
About Thismoment
Thismoment is a pioneer in the development of Social Content Management Software for brands. Its Distributed Engagement Channel (DEC) is a real-time platform for managing a brand’s digital presence, including social content, conversation and creative assets across earned, owned and paid media channels on web, tablet, mobile, and digital outdoor devices. Launched in March 2010, DEC is already used by more than 100 Fortune 500 brands. To learn more, please visit Thismoment.com.
